Brad Bender says, “Readers of Marketing Land are surely aware of the opportunity with programmatic advertising, whether from the excellent MarTech Landscape Series or your years of experience.

The benefits of programmatic are clear: Using data and technology increases efficiency and improves campaign performance. The next big question, though, is how to actually do it. When you’re ready to commit to programmatic advertising, what platform should you use? This is a conversation I’ve had countless times in my role at Google.

It’s a conversation I’ve had so often, in fact, that I’ve developed a set of questions to help you decide what to do. For our customers, these questions assist them to decide between the Google Display Network (GDN) and DoubleClick Bid Manager (DBM), but the principles apply to any programmatic advertising solution — from turnkey platforms to customizable platforms.

Now, I want to start off with a very important caveat: The answers to my questions aren’t binary. They all exist on a sliding scale. If you’re an advertiser looking for a turnkey ad solution, you may want to focus on a platform that is simple and easy to implement. Meanwhile, if you’re looking for more customization, you may want to pick a platform with features that give you, the advertiser, more control”.

The insider’s guide to choosing a programmatic buying platform

Martech Today

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